CASE STUDY | Brand Building SPECSAVERS • Specsavers’s ad spend was dominated by TV, driving their ‘Should Have Gone to Specsavers’ slogan, while other channels were used to communicate individual offers and to keep the brand front of mind. • TV proved effective at driving the fame of the brand via ‘SHGTS’ – but it was becoming clear that the strength of this strategy was hindering the cut-through of offer messages. OBJECTIVES STRATEGY AND EX

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